Social Media is disrupting the media equation by making it possible for organizations and institutions to interact directly with their constituents without the involvement of media organizations. This is an empowering benefit, but it also presents risks to companies that work in highly regulated environments. This presentation looks at the dynamics of the new social media with a particular emphasis on their implications for the health care industry.

1. How Social Media are Revolutionizing Media and Markets Paul Gillin PR Lifelines in Health Care April 10, 2009

2. Motrin Headache

4. Mass Media Pickup Courtesy Digitas

6. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)

8. The New Media

9. Traditional communications

10. New reality

11. The Many Arms of Social Media Courtesy RightNow Technologies Cost to user = $0

13. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

14. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang

15. Conversations Go Mainstream

16. New Kids On The Block “ Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.” -MediaWeek, 3/9/09

17. The Power of Friending Profile Friends Groups

18. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

19. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians

20. Take It To the Public Reinforce Brand Educate Customers Bypass Gatekeepers Create Brand Ambassadors

21. Grass-roots promotion

22. Go Where the Audience Is

23. Lobbying

24. Awareness

25. Product Development

26. Ear to the Ground

29. Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com